‘Learn something new every day’ with Dymocks staff suggests new campaign

Dymocks has unveiled its latest media and marketing campaign, created in conjunction with Creative Oasis, focusing on the brand’s employees and what they can offer the consumer.

The campaign features real Dymocks staff and highlights their love of books and passion for reading, positioning them as brand ambassadors who help customers “learn something new every day”. The tagline, “The well-read people of Dymocks” underpins the campaign.

Dymocks managing director, Steve Cox said: “The Australian consumer’s reading appetite is as strong today as it’s every been. We want this trend to continue and I really hope the stories of the Dymocks staff featured in the ads inspire people across Australia to come in-store and ask for a recommendation from one of our well-read team.”

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Todd Sampson’s escapology wins 874,000 viewers

todd sampson houdiniThe third and final episode of Redesign My Brain with Todd Sampson was the top entertainment show last night with 874,000 viewers and one of four of the top six programs on ABC1.

The Leo Burnett CEO and regular panelist on the Gruen series, performed a Houdini escape from the bottom of a swimming pool where he was wrapped in heavy chains and had to unlock several padlocks while blindfolded to free himself. Redesign My Brain was the sixth most watched show on Thursday, according to preliminary overnight metro ratings from OzTAM.

Meanwhile Beauty and the Geek averaged 765,000 viewers on Channel Seven and Law and Order: SVU on Ten had 681,000. Top Gear on Channel Nine averaged 404,000 at the same time although it only aired in Sydney, Melbourne and Brisbane. Read more »

Initiative takes out MFA Awards grand prix but MEC and Match Media score most wins


Initiative takes out the MFA Grand Prix

Media agency Initiative won the grand prix at last night’s Media Federation of Australia awards, being recognised for its ‘Help Me Choose’ campaign for car brands Hyundai & Kia.

The Mediabrands agency won the Grand Prix and automotive category but it was GroupM agency MEC which performed most strongly picking up four separate awards in the categories of Clothing/Cosmetics and Retail, Media/Entertainment/Travel & Leisure, Best Media Innovation and Food & Grocery.

GroupM chairman John Steedman was also recognised, being inducted into the Hall of Fame at the ceremony held at The Star last night, in Sydney. The event also saw Group M’s MediaCom win the Finance and IT categories while Maxus won the category for Best Application of Research.

Among the independent agencies, Match Media performed most strongly, winning three categories – Best Integrated Media Campaign, Best Demonstration of Results and the Pro Bono.

The new category for the media owner of the year was won by sales house the Multi Channel Network.

The winners: Read more »

Morning Update: How to ensure you web video ad gets watched; YouTube to introduce music service; Velociraptors take over Vogue

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek: Inside the Little Tikes Factory, Where Cut-throat Kids Run the Show

“A commercial nearly always has a leg up when it stars preschoolers in suits and wingtips spouting business-world cliches. Throw in hipster glasses, coffee mugs, co-worker trash talk and random firings? Winner!”

Read more »

Carnival Cruise Lines drops Saatchi & Saatchi for Host Sydney

Saatchi & Saatchi Sydney has lost its Carnival Cruise Lines account to Host Communications, Mumbrella can reveal.

The loss is the first for Saatchi & Saatchi since Michael Rebelo joined the agency as CEO two years ago.

Jennifer Vandekreeke, vice president of Carnival Cruise Lines, said the move was motivated by a change to Carnival’s marketing approach.

“As the Carnival Cruise Lines brand moves from the launch phase to driving consideration, our marketing approach has evolved,” she said. Read more »

White Agency’s Sandy Park moves to marketing role at client Lion



lion brandsSandy Park, MD of STW’s digital agency The White Agency is to move to a senior marketing role at client Lion.

Park’s move to become marketing communications director comes after six years with the agency. He will be replaced as MD by general manager Andrew Davenport.

Lion is one of The White Agency’s biggest clients with alcohol brands including XXXX, Tooheys, Hahn, James Boags, Speight’s and Bacardi. The agency was appointed by Lion to work on its wine and beer brands in 2012.

The brand said it was looking to expand its digital expertise, with marketing director Matt Tapper adding: “The digital space provides some exciting opportunities for our brands and we look forward to having Sandy working as part of our team to help deliver some leading campaigns.”

White Agency CEO Miles Joyce said: “We are genuinely delighted for Sandy. This is a great role for him and he deserves this opportunity.” Read more »

Nunn Media buys out Kruse Media Services

Matt Nunn

Matt Nunn

Media agency Nunn Media will buy out fellow Melbourne agency Kruse Media Services and expand into Sydney in the next 12 months, Mumbrella can reveal.

The major expansion by the independent agency sees Nunn Media significantly increase its billings, with the company now claiming combined billings in excess of $130m.

“There will be efficiencies with suppliers and also buying power. Each and every client will benefit from the additional volume and it will give us more credibility in the landscape,” said Matt Nunn, managing director of Nunn Media.

“We have traditionally always flown under the radar but with the size we are developing into that will have to change.” Read more »

Ad agency Clemenger BBDO Sydney and PR agency Porter Novelli to launch joint social media venture

Andy Pontin

Pontin: Social media wild west

Clemenger BBDO Sydney is joining forces with sister public relations agency Porter Novelli to launch a new social media venture that will combine the strengths of advertising with the communications skills of PR.

The yet unnamed venture, to be launched in the coming weeks, aims to address client needs by providing a single social media service, said Andy Pontin, CEO of Clemenger BBDO Sydney. Read more »

Benchmark survey shows strong growth in PR sector

Annabelle Warren


Industry body the Public Relations Institute of Australia (PRIA) has released its yearly snapshot of the public relations sector which reports a significant increase in industry revenue and retainers.

The annual PRIA consulting sector benchmark survey said the average monthly client retainer among the firms surveyed has grown from $7,500 last year to $10,000. The vast majority of firms reported a significant increase in revenue and client fees. Read more »

Australia’s agency leaders to share their business-building know-how at SAGE

SAGE_468x295Leaders of some of Australia’s most successful media and creative agencies will share the secrets of their business-building acumen at next month’s SAGE conference.

SAGE –  Secrets of Agency Excellence – is organised by Mumbrella’s sister marketing intelligence tool The Source. The one day masterclass takes place in Melbourne on November 20 and Sydney on November 21.

The Commercial Success panel will see the bosses of some of Australia’s most successful independent and network agencies sharing their experiences of winning business and creating a thriving business.

Sydney will see The Monkeys CEO Mark Green, Match Media director James Simmons and agency troubleshooter Tim Parker give their experiences of what it takes to make it.

In Melbourne McCann Worldgroup CEO and chairman Ben Lilley, Whybin\TBWA Melbourne CEO Andrew Scott and Carat’s Australia & New Zealand CEO Simon Ryan will be on the panel.

Sydney commercial success panel: Read more »

Meditation marketed to young people in new ad

An Australian meditation app Smiling Mind has launched a national ad campaign to market meditation to young people.

The commercial, created by Exit Films, aims to showcase “the magical transformation meditation can have physically, mentally and spiritually” and features a variety of young Australians using the meditation app.

Exit Films director Brett Ludeman said: “We were keen to depict how meditation sheds the layers of stress and invokes a sense of freedom. We wanted to create a campaign that promotes ease, accessibility and also helps people imagine what it’s like to experience a meditation session from inside someone’s mind.”

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Victa launches ‘ashes’ cricket promotion

victa ashesLawn and garden care brand Victa has kicked off a push to mark the forthcoming series of The Ashes in Australia with two ads featuring backyard cricket.

Although Victa is not an official sponsor of the Ashes, it works in a reference to a dead pet’s urn.

The campaign has been created to drive awareness of Victa’s Summer of Cricket consumer promotion.

The three ads were developed by Bill Mulham from Flicks Australia.

Victa’s marketing communications manager Laura Clarke said in a statement: “Our aim was to build a promotion around Australia’s cricket season and, as such, we created an integrated campaign around the theme of backyard cricket, which is synonymous with summer. It aligns strongly with the Victa brand, which obviously householders also relate to during summer.”

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Royal Flying Doctor launch fundraising campaign

The Royal Flying Doctor Service has launched a new fundraising campaign, created by Havas Worldwide and sister PR agency Red Agency.

The Flying Doctor is asking supporters to ‘purchase’ and name a 1km patch of sky along selected flight paths across Australia.

The fundraising gimmick is being supported by a TVC and a website which offers information on the service and the stories of those the Flying Doctor service has helped.

James Wright, Red Agency’s MD said: “As the only driver to the campaign our media relations and social strategy is crucial in the success of what is the RFDS’s biggest and most ambitious fundraising campaign to date. We have designed our campaign to inspire people to buy a patch of sky and share that experience with their friends.

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The Conversation launches push into coverage of creative industries, funded by Screen Australia

ConversationAcademia-meets-journalism site The Conversation is to expand its coverage of the creative industries with a new dedicated arts and culture section set to launch on Monday.

The new section, partly funded by Screen Australia, will cover all aspects of the creative industries. According to Screen Australia, the $50k of funding is because “arts journalism is under pressure”.

Paul Dalgarno, who has been with The Conversation since before its launch two years ago, will edit the section, having shifted his focus from technology to the arts.

Dalgarno said the section will cover everything from “high arts to pop charts” with articles by informed academics on all aspects of the creative industries including media, film, television and advertising. Read more »

Screen Australia reveals mixed year for film production, but TV breaks records

Feature film production in Australia failed to maintain last year’s high which had been boosted by the production of The Great Gatsby, according to Screen Australia’s Drama Report for 2012/13.

Screen Australia reported feature production declined by 16 per cent from last year’s high of $297 million.

Screen Australia’s chief executive Ruth Harley said: “The drop in Australian feature film activity reflects the cyclical nature of feature film production, which while down on last year, still achieved a strong result with compelling Australian stories including The Rover and Tracks.”

Read more »

Strong start for Ja’mie: Private School Girl as Marvel’s Agents of SHIELD slips for Seven

The return of Chris Lilley’s incarnation of Ja’mie in the new ABC1 series Ja’mie: Private School Girl averaged 924,000 viewers, winning its time slot, preliminary overnight ratings from OzTam show.

The show in which Lilley plays the teenage schoolgirl who first featured in Summer Heights High and  We Can Be Heroes, outrated Seven’s superheroes action drama Marvel’s Agents of SHIELD, Nine’s US import Hostages, and Ten’s Aussie beach drama Wonderland.

Agents of SHIELD dropped to 731,000 and Hostages fell to 556,000. Wonderland rated 499,000.

The success of Ja’mie was helped through inheriting a strong audience from the penultimate episode of Gruen Planet which was the top entertainment show of the night with 1.07m viewers. Read more »

Morning Update: Oct 24 – Mini packs Countryman full of horrors; Bryan Cranston narrates iPad ad; Showtime renews Homeland

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek: Ad of the Day: Mini Packs a Load of Horror Into a Roomy Countryman for Halloween

“Is there anything scarier than rampaging zombie pageant girls? I submit to you that there is, and it’s highway driving in a Mini.

Still, this spot manages to point up one thing that the Mini brand of go-karts—I’m sorry, compact cars—gets unfairly dinged for: They are, in fact, surprisingly spacious. The Countryman model comfortably seats a jock in his letter jacket, a bobby soxer, an axe murderer and a chainsaw-wielding psychopath.”

Read more »

Daily Telegraph is a product of the Sydney it serves, says News Corp editorial chief

campbell reid

The robust stance taken by News Corp’s Sydney tabloid The Daily Telegraph is driven by the character of the city writes for, the company’s group editorial director has argued.

Campbell Reid, also a former editor of The Tele and The Australian, made the argument at a debate on the nature of the real Sydney organised by Mumbrella.

Asked about how editors develop an understanding of an audience, he pointed to differences between The Tele and its sister title The Adelaide Advertiser, arguing that nuances existed in any community.

During the election, the Advertiser took a much less strident tone on the previous Labor government than most of the News Corp stable.

Reid argued: “In newspaper terms, Sydney has been described as a loud, hungry and vicious, sometimes aggressive place and therefore you get the Daily Telegraph.

“In Adelaide, it’s the much quieter, more conservative, ‘please don’t shake their trees too hard’ in-the-community Advertiser,” he continued. “If you go and produce the Daily Telegraph in Adelaide, there’d be massive upset and yet the values of those two newspapers and the core values of their audiences are nearly the same but there is that nuance.”

Read more »

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